Case Study: EKA builds a standout fuel retail brand with Minale Tattersfield

EKA builds a bold new petrol station brand with Minale Tattersfield, with 17 retrofits and 3 new stations

EKA, a dealer and operator of a small network of petrol stations in Moscow, faced a significant challenge when it lost its franchise agreements with major fuel brands. They needed to create a new brand from scratch to compete against dominant players and attract upwardly mobile Muscovites. They appointed the design strategy group Minale Tattersfield to develop a new brand identity and positioning strategy.

Minale Tattersfield created a striking new visual identity for EKA, centered on a distinctive orange color and a fluid, multi-dimensional logo to convey speed and power. The solution included comprehensive branding, forecourt architecture, and energy-efficient lighting. The design's effectiveness was validated using predictive research to ensure high visibility. The new brand successfully increased footfall and consumer spend, with EKA being named Best Station of the Year, and plans were made to expand the network to 17 retrofits and three new stations.

EKA